How Chinese Sports Brands Use the Olympics for Marketing: Case from Anta

Abstract

For most well-known companies, in addition to the pursuit of brand sales, brands also focus on brand culture and brand image building so that a company can be sustainable in development and gain a competitive advantage. For sports brands, showing themselves in significant events is a moment that can reflect their brand image. The Olympic Games are arguably the most important among many sporting events. This article focuses on the strategies adopted by Chinese sports brands during the Olympics and how to maximize the benefits of the Olympics for their brands. Through the analysis of different case studies, we find that the Olympics is an excellent marketing opportunity for Chinese sports brands to promote their products, increase their sales, build their brand image, and make their brands more visible to more people. At the same time, they also found the limitations of marketing with the help of the Olympic Games, which may need external help to solve or internal self-coordination of the company.